Website for an osteopathy practice
Giorgio Montorfano is a young osteopath from Cantù who turned to our agency to develop his first professional website, with the stated goal of gaining more online visibility and increasing his number of patients.
A goal put this way changes the nature of the project. What was needed was not a website presenting the professional to people who already know him, but a tool able to reach people unaware of his existence. And people looking for an osteopath almost never type that word: they type their symptom.
The structure is deliberately lean, with four sections – profile, what I treat, my approach and contact – but the real driving force of the website is the articles section. Here the articles are built around people's real questions, with titles that echo the way the problem is expressed: back pain, neck pain while working. This content answers an informational search and guides readers to the realisation that they can ask for help.
It is the most effective strategy for a professional starting out without a reputation, because it competes on searches where the big portals are generic and content written by someone who actually treats that condition has a real advantage. The "my approach" page completes the journey: people arriving from a symptom want to understand what will happen during the session before booking.
People looking for an osteopath type their symptom
A professional launching their first website faces a different problem from an established one: nobody searches for them by name. They need to be found by people who do not know they exist, and those people do not type "osteopath", they type "back pain".
That is why the driving force of Giorgio Montorfano's website is not the profile page but the articles section, with articles built around the way people describe their problem. It is also a sustainable strategy for someone starting out, because on those specific searches content written by someone who actually treats that condition competes better than the big general portals.
NewVisibility was founded in 2013 by Andrea and Luca, lifelong friends who had already been building websites for several years before giving themselves a name. Since then we have worked with more than three hundred clients. We are a team on a human scale: you speak directly with the people working on your project, with no intermediaries, even after launch.
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NewVisibility, a web development agency in the province of Como, which built his first professional website and set up the content strategy.
Because people looking for an osteopath almost never type that word: they type their complaint. Articles built around symptoms reach people who do not know the professional.
With content that answers specific questions. On those searches, a text written by someone who actually treats the condition competes better than general portals.
Profile, areas treated, working method and contact details. It is worth adding informative articles, which are the part that generates visibility.
Because people arriving from a symptom want to understand what will happen during the session before booking. It is the information that reduces hesitation at first contact.
No. Four well-made sections plus a good articles section work better than a large structure that scatters attention.
Yes, we work with several professionals in the Cantù and Como area, designing understated websites built around the real questions of people seeking care.